As a creative person in business, I am sure you strike that fine balance between craft and commerce. Most of us toil on the craft but forget that what we love doing can and also should earn us a living wage.

I've been listening to a few industry leaders who not only talk-the-talk but also walk-the-walk. Their solution is this: approach your genre of photography with a system in place.

You see, when you have a process to follow each and every time you photograph someone, you actually gain a creative edge, not lose it. Stay with me for a moment.

Here is what happens at least for me. I've noticed that the more I follow a script or a series of steps consistently, I am able to gain on time which in turn allows me to “play” and be creative even more. It's a win-win scenario that finally dawned on me.

Now, I've found one big stumbling block for photographers is the use of off-camera flashes. When photographers state that they are “natural light” photographers in their website biographies, I have to wonder if they are simply declaring that they: a) do not own a flash or b) do not feel they can learn flash photography because they feel it is too complicated.

For those photographers who wish to specialize in high school senior portraits, it is now even more important to know and use off-camera flash. Why? Very simply your clients are expecting their images to pop and there is really no other way to not only enhance their experience working with you, but also see that the final images are so very different than what their friends in school have received from your competition.

It is Jen's system that you will learn about in the Fashion Lighting Guide For Senior Portraits. If you ever felt like tapping a pro to ask them “how” they light or pose their high school senior clients, this is the guide book to get. It's available between Monday, September 16th and Sunday, September 22nd. Check the timer below. If you see all zeroes below, the deal is gone and Jen tells me she isn't bringing it back anytime soon (if at all). This isn't some pushy sales ploy trying to get you to buy it. If you feel that you need it after reading this mini-review, I trust that you will jump in and buy it before the buzzer goes off and disappears. So, are we cool?

In the 71-page Fashion Lighting Guide For Senior Portraits, Jen offers us a peek into over 20 of her go-to lighting setups. She walks you through indoor and outdoor shoots. The guide is peppered with examples of her work, so just as soon as you see a lighting setup, you see a series of examples that show you how Jen was able to accomplish this.

Each lighting scenior includes the detailed setup, a few comments from me on the setup, and several posing ideas using the actual lighting.

The bonus? All of this is also available for your iPhone or iPad, so you could take the guide with you on shoots and refer to it as you photograph your high school senior clients.

Now, Jen's clients are almost all high school senior girls. So in the event Jen publishes an update to this guide, I have just one request: let's see some examples of how she would light and pose high school senior boys as well.

This deal is pretty sweet, but I am going to make it even sweeter for you.

Not only will you get yourself an excellent go-to guidebook, but if you buy it using my affiliate link (that supports this blog), I'll create a private Facebook group where you can upload images you've learned to create from the guide, for individual critiques by me.

Jen Basford is the owner of Seniors Ignite, an organization dedicated to providing next-level senior portrait photography education to photographers to help them grow their business. She also owns 3 girls photography in Edmond, Oklahoma. She is best known for fashion-inspired high school senior portraits and the annual must-see fashion show she puts on for upcoming seniors each spring. Jen is one of the top senior portrait photographers in the Midwest largely due to her out-of-the-box approach to marketing and client relationships. Follow Jen on Twitter.

Let's face it – things have CHANGED in the senior portrait industry. It wasn't all that long ago that you could gather some cool images, pair them with a great special, give out your number and the phone would start ringing. Your senior season would be half full before you knew it, with clients booking out months in advance.

But that doesn't work anymore. That's right, I said it. THAT DOESN'T WORK ANYMORE.

So you've got two choices here – you can either get mad and argue with me about that fact, or you can change your tactics and put together a marketing plan aimed at your target market. In order to move forward you must first change your OUTLOOK before you can change the OUTCOME. And if you're not ready to do that then stop reading right here. You can come back to this post when you're ready to move forward with a positive attitude.

When the phone stops ringing, and when your books aren't full, it's tempting to panic and react immediately by trying to push your services onto the market. “50% off sale!” “Book now!” “Discount sessions available!” But this only confuses your client base and hurts your brand. It is also a turn-off to your audience.

So what SHOULD you do then? You need clients in order to get sales, so how do you get the phone to ring?

1) Go Backwards Instead Of Forwards

This sounds counterintuitive, but it actually works. If you haven't already done so, sign up for an account with Sticky Albums – these custom mobile apps are one of the best and least expensive marketing tools on the planet. Then make a list of all your best senior clients (and by ‘best' I mean those that love you and love what you do, regardless of what they spent).

Create a Sticky Album with the images from their session – customized with your studio branding – and put a value-added time-sensitive call to action at the end of the album. Send these custom apps to your senior clients and let them know they can share them with all of their friends. Do this with your upcoming senior models as well.

Create value-added incentives for your clients to share these apps, and watch the marketing go viral. This is a great non-pushy way to get in front of your target market and give them a reason to book!

2) Blog

Update your blog with images of your current work. But be careful – it's tempting to post images of everyone and everything, but this is where you can separate yourself from the competition. Show only your best work, and show only the types of images you want to shoot. If you don't particularly like shooting sessions outdoors, then don't show outdoor images.

Create a blog schedule and post regularly on your blog, and talk about the sessions, the people, and the experiences that make you different. Include some posts about businesses in your community where you recommend your clients shop, and then send an email to those businesses with a link to your blog post.

Extend your reach, and create a relationship with your target clients. People want to be associated with success, and this can help make you look busy and in demand while establishing you as the senior portrait expert in your community.

3) Get Out And Be Seen

Attend all of the events at your target high schools – sporting events, drama productions, auctions, charity fundraisers, performances, etc. Bring your camera and take candid photographs of the kids having fun (with permission from the school or organizers, of course). Pass out cards with your blog or facebook page URL, and let everyone know that you will post the images online for them to see, share, and tag themselves. Build your name and a relationship with your target market and you will increase trust with your audience. This gives you a platform with which to market your senior business in a way that is real and genuine.

Like most photographers, I love what I do. I mean, I REALLY love what I do. And my biggest passion is marketing to seniors (which is JUST slightly above photographing seniors, however on most days I tend to love them just the same). And to be truly honest, I just love marketing in general. It is quite possibly one of the biggest factors in the success or failure of portrait studios in today's world. So you need to take a hard look at how you're approaching things.

First of all – who are you marketing to – the senior or their parent? In general, I am marketing to the senior. However, don't ignore the parents entirely or it can come back to bite you. So with that in mind, I look at ways in which to reach my target market most effectively. Oh, and I also should let you in on another little tip – I like to do EVERYTHING differently. And I like to do it my way. :)

For me, that means doing what everyone else ISN'T. I've done a LOT of research over the past several years into what gets the attention of teenagers. And I can tell you that it is NOT direct mail. Everyone mails pretty little postcards to seniors with the same things on them – here are some images of what we do, here is our latest campaign, and here is an offer to get you to come in and have your portraits made. And I can tell you that every single one of them looks alike. Sure, the colors may be a bit different, and many people use WAY too many fonts, but they all look like they come from a photography studio trying hard to get your business. Which will bore the daylights out of a soon-to-be senior.

Who, by the way, is quite possibly way MORE marketing savvy than you are.

Teenagers are marketed to nonstop from the moment they wake up until the moment they fall asleep (and some might argue even well past that point). They can spot a fake, a gimmick, or something cheesy from 3 states away. They aren't interested in discounts. They aren't interested in deals. And they aren't interested in the fact that you can photograph really great well-lit images (though you'd better at least be able to do that if you're calling yourself a professional).

What they ARE interested in is fame. Being important (or made to feel like they are). Helping others. Relationships. Being REAL. You get the gist here.

So how do we reach them? By developing relationships with them and giving them once-in-a-lifetime experiences.

Our 2 main marketing ventures for high school seniors are our senior model program and our annual Lights. Camera. Fashion! show we put on every spring. And these two things work hand in hand with each other. We recruit our models each year from the current year's junior class, and give them options in which they can choose to participate. And this isn't your parents' ‘rep' program designed to make kids work for referrals and discounts. Our model program offers the kids so much more – fame, the chance to be a top model for our studio, the chance to be a national senior portrait artists (spa) model winner, and the opportunity to be a runway model in our annual fashion show. We do offer incentives for direct referrals, however our model program is designed such that if they don't directly refer seniors to us we still benefit from indirect referrals, and the model then becomes a full-paying client. It's truly a win-win in all situations for us.

Our fashion show that we hold each year is the biggest event of its kind in our area. The focus is on the upcoming fashion trends, and we show high schoolers what types of clothes they will be wearing for their upcoming senior portraits. We also show them what a great time they will have at our studio, and how senior portraits are SO much more than just having your photograph made. They are about an experience. A feeling. A passion. A love. About everything you've worked your whole life to be, and everything you're heading off to become. It's a point in time that will never be repeated, and we want to make sure they realize the value of their senior portraits and that our studio can provide them with the best experience possible.

To support and supplement our model program and our fashion show, we effectively use Facebook, twitter, our blog and our website to create personal interaction and relationships with our models, clients and potential clients. One thing you have to realize, however, when using social media is that you HAVE to make it personal. Making a connection with your audience goes a LOT further than making it ONLY about business. High schoolers especially will start to tune you out before they even really tune in. Simple posts such as ‘Monday-1, Jen-0' on your social media can spark connections with almost everyone, as all of your target markets can relate to this humorous quip in some fashion or another. Keep it fun, make it personal, and use it effectively to enhance your business.

And keep it up. Regularly. If you don't, your audience will soon become bored and wander elsewhere. So it's your job to continually engage them and keep them coming back for more.

Assuming you are good at your craft, by giving some attention to your marketing and looking at how you can differentiate yourself from the pack you will be able to drive your target client towards you without the need to compete in the same arenas as ‘everyone else'. You must find out what makes you different, and start to capitalize on that. Because if you continually do things the way everyone else is doing them, eventually you will burn out and find that you are just a commodity to your market base. And people compare commodities on price – a war you will NEVER win, no matter where your pricing falls.

So play hard or go home. Because if you're marketing isn't on its ‘A' game you're going to be left behind.